The Publication For The Grocery Trade

Wake up with an 'OO'

Tea is an integral part of everyday life in the UK, no more so than at breakfast time when one in three cups are drunk. When you consider 165 million cups of tea are drunk daily in the UK, in a market worth £529m a year, it is imperative that retailers provide a range of teas to meet the ever-changing customer demands for an uplifting start to the day. According to Mintel, health and wellbeing are affecting the tea market, which has led to an increase in consumption of different types of tea. However, consumers forget the health benefits of standard tea, as Sue Jones-Smithson, Channel Marketing Manager for Typhoo, explains: "Tea is proven to rehydrate the body which makes it perfect for the early morning drink following a night's sleep. "A common misconception amongst consumers is that a cup of coffee will wake them up for the day, but too much caffeine can have a negative effect on the body. A cup of tea typically contains 50% less caffeine than coffee so it is a gentler alternative for first thing. In addition, tea contains theanine which helps the mind to focus, meaning consumers will be set up for the day by consuming a cuppa at breakfast time." By stocking a well-loved and well-established brand, such as Typhoo, retailers can maximise tea sales. Black tea, primarily sold as ordinary tea bags, still accounts for the majority share of the total tea market and is obviously an essential for breakfast time, but as the variety of alternative teas available increases, retailers need to offer a wide range of products to meet demand. Jones-Smithson continues: "With consumer concerns about health and wellbeing impacting on the tea market, there has been more interest in alternative teas and, as a result, tea drinkers are incorporating these teas into their repertoire. These teas are becoming more important at breakfast time as they can provide a lift first thing in the morning, making it essential for retailers to stock a varied range to grow the tea category. "Decaffeinated tea has experienced the biggest growth, with sales rising by 10.5% over the past year alone as consumers become more aware of the negative effect of caffeine on the body." Typhoo Decaffeinated Tea provides the same tasty cuppa without the caffeine, which is gently removed whilst the quality and flavour of the tea is preserved. "Sales of green tea have grown at almost 10% since summer 2006. Not only is green tea rich in antioxidants, which have a protective effect against cancer, but the chemicals in the tea also play a role in shutting down a key molecule that plays a significant role in the development of cancer, plus it provides a healthy lift making it ideal for breakfast time," explains Jones-Smithson. Typhoo Green Tea Blend is created by combining green and black teas and is drunk just like a normal cup of tea. "Fruit and herb teas contain no caffeine and are tailored to offer specific health benefits, which makes them the ideal breakfast choice. With a delicious array of flavours on offer, it is clear to see why sales have grown by 7% in the past 12 months. But these teas do even more than offer a caffeine-free and fruity alternative, they are also attracting new drinkers to the market particularly younger consumers," says Jones-Smithson. To cater for this demand, Typhoo has launched a new range of teas under the Typhoo Fruit Creations umbrella. The only brand to use Juicea technology, Typhoo Fruit Creations teas retain their flavour whilst in the packet and during the brewing process, leaving consumers with a cuppa that is as tasty as it is fragrant. "The range includes eight flavours but three are most appropriate for breakfast time and give consumers a positive lift for the day." Jones-Smithson suggests: "Orange & Ginseng, as ginseng is know to enhance wellbeing, Green Rooibos & Honey, which is renowned for its thirst quenching properties and the Super Fruits Infusion, a source of antioxidants with blueberry, blackberry and acai." A new look and a new campaign Typhoo has embraced the 'back to basics' concept by introducing a natural and fresh design to its packaging across the range, which is sure to entice consumers. With each tea now offering its own distinct identity, retailers can benefit from excellent merchandising opportunities, as the new packaging can distinguish between sectors in store. A new and invigorating £4m TV ad campaign is also running across the summer to stimulate the nation and highlight the traditional Typhoo principles of quality, freshness and expertise, from plantation to cup. Jones-Smithson concludes: "With a new look, new products and a new ad campaign, the Typhoo name is sure to be at the forefront of consumers' minds which will lead to more and more people enjoying an 'OO' in their morning cuppa." For further information on Typhoo and its range of products, visit www.typhoo.com or call 0151 522 4000.